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5.
Online marketing process Userpilot, Orquin (2009) Define Business Business goals drive KPI Goals formulation that drive the data collection. Web analytics ask what is happening and directs other (re)Define KPI’s quantitative and qualitative studies to answer why it is happening.Web Analytics Quantitative Qualitative The data is analysed and action Metrics Metrics Metrics points are generated. Ultimately, the purpose is to make Analysis data driven decisions on what to implement and optimize in the online marketing mix. Action points Control

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ProductThe death of the 20/80 rule. Instead:1) Make everything available.2) Cut the price in half. Now lower it.3) Help me find it. Anderson (2008)

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PriceTwo main approaches: Start-ups used low-price models to establish customer base Existing firms transferred existing prices to the webCustomers have focus on price and often use price comparisonengines kelkoo, pricerunner, and the Danish EDBpriserHowever, only 8% are aggressive price shoppers!

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PlaceThe internet has large implications on place mainly because of global reach. Thiscan lead to channel conflicts:A communication channel only Particularly when manufacturers offer an exclusive, or highly selective distribution approach; e.g., Rolex watches The choice of distribution channel may dilute brand imageA distribution channel to intermediariesA direct sales channel to customers May not be appropriate when prices vary geographical areas; no existing contracts/agreements; low pre-sales and after-sales supportAny combination of the above Sales representatives may be threatened, however they are important for generating leads Hanson and Kalyanam (2007); Chaffey (2007); Allen and Fjermstad (2001)

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Service P’sParasuraman et al. (1985) suggest that service quality isjudged on following parameters: tangibles, reliability,responsiveness, assurance, and empathy.Which service parameters do you think matters the most toonline shoppers?· ______________ Wupti.com uses their customer support actively as a value· ______________ proposition· ______________· ______________· ______________

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Branding on the internetTransfer traditional brand online  Leverage existing brand equity; cautious of the risk that if website is of poor quality in terms of performance, structure & information content, brand identity is negatively affected.  Companies like Guiness, Orange, ArgosExtend traditional brand: variant  Companies create slightly different version of their brand on the web; target different segments  Used to distinguish from rivals; however might be problems with brand recognition; brand trust & quality associations may be damagedPartner with existing digital brand  Promote it products in association with a strong Internet brand such as Yahoo! or MSN, example, Waterstones and AmazonCreate new digital brand  Entirely new brand; for example, if offline brand has negative connotations or is too traditional; Egg banking service – part of Prudential; can attract younger segments